Media

1
Media Prosocial Behaviour

• Many childrens programmes deliberately promote
  prosocial values behaviour
• Aim to influence viewer behaviour through social
  learning
• Observation
• Vicarious reinforcement
• Imitation

www.psychlotron.org.uk
2
Media Prosocial Behaviour

• Helping behaviour
• Positive attitudes towards diversity
• Positive attitudes towards learning

www.psychlotron.org.uk
3
Media Prosocial Behaviour

• Greenberg et al (1980)
• Childrens TV depicts pro antisocial acts in
  similar numbers
• Prosocial acts more likely to be rewarded
• Effect depends on developmental factors
• Empathy
• Perspective taking
• Moral reasoning
• Adolescents most likely to be resistant

www.psychlotron.org.uk
4
Media Prosocial Behaviour

• Some evidence that children will imitate
  prosocial behaviour following exposure
• Poulos et al (1975) Lassie study
• Friedrich Stein (1973) repeated exposure to
  prosocial content showed increased obedience
  greater persistence
• Higher number of friendly interactions observed
  with peers

www.psychlotron.org.uk
5
Media Prosocial Behaviour

• Large scale reviews of the literature
• Hearold (1986) 230 studies found significant
  positive effects
• Mares (1996) evidence lacking for strong
  effect most noticeable effects on self-control
• Difference in conclusions probably due to H
  focusing on lab studies, M on real TV

www.psychlotron.org.uk
6
Media Prosocial Behaviour

• Strongest effects are with specific examples and
  similar contexts
• E.g. Lassie study PPs more likely to help
  puppies
• General examples are more difficult to apply, esp
  for younger children
• Effects tend to be short lived

www.psychlotron.org.uk
7
Media Prosocial Behaviour

• Strongest effects are observed
• In children from lower SES backgrounds
• With repeated, sustained exposure
• When real-life prosocial acts are depicted
• When adults discuss prosocial viewing with
  children

www.psychlotron.org.uk